We look for the finest quality of microfiber for softness and air circulation - better for retaining warmth and mimicking natural down. For years, the alternative to real feather and down has been a poor second, as you'll know if you ever bought a cheapie from the high street. But we've developed and developed to arrive at this futuristic, 'Feels Like Down' microfiber cased in pure cotton. This pillow is the right choice for everyone.